How color affects your spending

Find out which colors are subconciously associated with certain feelings, and how that affects how much you spend at the mall.

Story highlights

Retailers know: You associate colors with social messages

Some colors, like black, blue and orange, inspire feelings of trust

Yellow is most often used by fast food establishments

At the mall, you'll spot nearly every shade of the rainbow on signs, labels, doors, shopping bags—you name it. But did you know that those colors may have been strategically placed to influence your spending?

Marketing experts say that people subconsciously associate specific colors with specific social or cultural messages. Knowing this, retailers carefully select the colors they use in an effort to get you to loosen your purse strings.

BlueMost everyone likes blue. No wonder it connotes trust and dependability and is a favorite logo color for financial institutions seeking to make people feel secure. Blue can improve customer loyalty, too: Patrons are 15 percent more likely to return to stores with blue color schemes than to those with orange color schemes, according to a 2003 study published in the Journal of Business Research.

BurgundyThis color reminds us of all things rich and refined (think red wine), so don't be surprised if the Merlot duvet cover you covet costs more than a white one in a similar style. Its prismatic cousin, brown, has similar connotations of luxury.

PinkThis sweet color—in particular, a shade close to bubble gum—has calming effects, according to research published in the Journal of Orthomolecular Psychiatry. Scientists found that seeing pink slows people's endocrine systems and tranquilizes tense muscles. How that might influence your wallet: Feeling relaxed may make it less painful to part with cash.

RedAlthough plenty of shops embrace this color (and still find financial success), market experts warn that, just like a stop sign, a red placard can make consumers hit the brakes. It serves as an alarm, triggering a more careful consideration of our outlays.

VioletPurple reigns in the beauty industry, especially in the category of anti-aging products. When people see it, they think of royalty. Consequently, a purple box may help persuade us that the product has special properties and is worth a princely sum.

White In branding, white suggests simplicity and purity. (Seventy-five percent of top skin-care brands are packaged in white.) It also stands for modernity and honesty, which may be why Apple swears by it.